Lyris Success Story - Kinetix Media Communications

Kinetix Media Communications Partners with Lyris
to Deliver Targeted Client Marketing Campaigns
About Kinetix Media Communications:
Kinetix Media Communications is a full-service marketing agency that works with retail,
financial services and manufacturing businesses to achieve measurable growth through
strategic integrated marketing and communications programs. Kinetix manages complete
eMarketing strategies for its clients, including email marketing, social media management,
search marketing, microsite development and campaign response analytics and
optimization for Kinetix.
Business challenge:
Kinetix works with a broad range of local and regional client brands including Red Line
Hockey, Tourism British Columbia, Vancouver’s Ultimate Tour and Dianes Lingerie. Email
marketing is a critical component of its integrated marketing client offering. When Kinetix
decided to upgrade its email marketing solution it knew it needed an elegant and efficient
solution that would enable it to meet all of its clients’ needs including email, social,
mobile, search marketing and Web analytics with real-time performance visibility.
Location:
Vancouver, BC
URL:
www.kinetixmedia.com
Industry:
Marketing Communications
Product:
Lyris HQ Agency Edition
Client Profile:
Dianes Lingerie, Red Line Hockey,
Tourism British Columbia, Vancouver’s
Ultimate Tour, North Shore Credit
Union, Play Land, The Fair at the PNE.
Kinetix migrated to Lyris HQ Agency Edition in order to offer clients full-service marketing
services and self-serve access to the Lyris HQ platform. With Lyris HQ, Kinetix and its
client base are able to:
• Tie online campaign elements into one intuitive, integrated marketing dashboard
• Track and optimize campaign response and engagement, across multiple channels
including social and mobile, with click-stream analytics
• Clearly view campaign performance, including email deliverability
• Provide clients with secure, real-time access to campaign results
• Manage client data with customizable permissions on a per-client, per-user basis
• Scale communication efforts as their clients grow
A client story - Dianes Lingerie
Dianes Lingerie is a successful Vancouver-based, prestige lingerie boutique with 25 years in
the business. With the recent economic declines and an influx of local competition Dianes
was struggling with lagging sales. Dianes tapped Kinetix to help re-launch the Dianes brand
behind a targeted campaign, using Lyris HQ.
Success Story
Results:
Dianes Lingerie client campaign
generated click-through rates of 29%,
increased Web traffic by 8% and grew
monthly revenue by 15%
“
For our clients, winning means
revenue. We chose Lyris as our
email solution provider because it
empowers us to work efficiently
and drive continual improvement in
our campaigns and delivery. We are
able to continually deliver value to
our clients and impact their bottom
line - demonstrated by customers
like Dianes Lingerie.
Paula Skaper, President, Kinetix
Media Communications
“
The solution:
Monthly email send volume: 700K
Kinetix Media Communications Partners with Lyris
to Deliver Targeted Client Marketing Campaigns
ever single month revenues with 35 percent of sales tracked
back to emailed customers. Finally, overall revenues increased 15
percent versus a year ago for that month – a huge success given
the economic declines for that period.
Strategy #1: Develop an integrated campaign
with a compelling offer
The first step was for Kinetix to develop a comprehensive
integrated marketing campaign to launch Dianes Lingerie
fall season, encouraging customers to return to the store
for seasonal purchases. Customers were incented with a gift
certificate worth $40 off their purchases over $100. The timeline
for redemption was intentionally short (two weeks) to create a
sense of urgency.
Strategy #2: Leverage increased campaign
traffic to drive opt-in customers
To maximize the campaign increase in in-store traffic, staff was
reminded to request email permissions from guests at the point
of sale. Permission responses were collected through the point
of-sale system for export to Dianes email marketing database.
Likewise, for online, care was taken to ensure that email opt-in
was highly visible on the home page, making the subscription
process easy and instant. Customers were also invited to opt in
for email communications during the online checkout process.
Strategy #3: Implement a targeted
email campaign
Lyris HQ has the advanced features to take your email marketing
program to the next level.
• Create newsletters and HTML messages. Deploy newsletters
and email campaigns
in minutes.
• Manage email lists. Upload your lists and manage up to 250
different demographic categories.
• Schedule email sends. Distribute campaigns whenever
you want.
• Trigger messages. Automatically send messages based on
subscriber events or behavior.
• Segment and target emails. Send personalized messages to
different subscriber groups.
• Improve email delivery and reputation management. Use
built-in analytics to find and fix bounces, unsubscribes and
spam complaints.
• Leverage reports. Instantly track campaign conversions,
revenues and A/B test results in real time to determine how
to drive ROI.
• Integrate. Connect with marketing tools, databases and
CRM systems including Salesforce.
The results:
Response to the Dianes campaign was phenomenal. Email click
through rates delivered to the opt-in list were 29 percent. Web
traffic increased 8 percent, resulting in the Web store’s highest
• Access Web
Analytics. Obtain
relevant performance
metrics that drive
informed decisions.
• Leverage our expertise.
Get expert advice to
solve your toughest
challenges.
“
Kinetix has helped us create
a strong digital presence
which is delivering impressive
results, demonstrated by our
15% year-over-year growth in
revenue FY 2010, 29% clickthrough rate from emails and
35% of sales directly attributed
to email campaigns.
“
Dianes maintains an active and growing email marketing database
that contains both online and bricks-and-mortar customer
records. Members of this list received an offer containing links to
a targeted landing page with details on how to redeem the gift
certificate online, with links to download a printable certificate
for in-store redemption. Redemption was tracked to identify
specific conversion rates by channel.
Join the Conversation:
Ready to get started?
Lynda Barr, General Manager,
Dianes Lingerie
Lyris, Inc. | 6401 Hollis Street, Suite 125 | Emeryville CA 94608 USA | www.lyris.com
Toll free +1.800.768.2929 | International calls +1.510.844.1600 | Fax +1.510.844.1598
Customer support +1.888.LYRIS.CS (597.4727) or +1.571.730.5259